Between their kids and aging parents, the middle-aged “sandwich generation” has to juggle on average 5 different care arrangements for their loved ones, their house, their pets… and that doesn’t even include caring for themselves. Care.com has been a leading caregiving brand for 18 years, yet many people didn’t know that this brand can support all their care needs. This general lack of knowledge about its breadth of services had left Care.com with a bit of an identity problem. It was time to relaunch their product, refresh their brand identity, and reintroduce the new Care.com to the world.

So how do you get people to care about Care.com again? We got honest about care… really honest.

It’s the happiest, hardest, most rewarding, most tiring thing you can do. The only ones who fully understand what care is like are the ones who care themselves. So we created the platform “When It’s Not You, It’s Care.com” to reposition the brand as the trusted source for care when you can’t be there for your loved ones. Through honest and empathetic storytelling, this rebrand shifts the focus to the care itself and shows how Care.com—and the caregivers you find there—really, truly get it.